From Views to Value: Crafting a Winning TikTok Influencer Marketing Strategy

Did you know that TikTok has over 50 million active users, with 90% of them accessing the app on a daily basis [1]? This platform is not just a social media sensation; it’s an advertising powerhouse, particularly through collaborations. With its unique format and massive, diverse audience, it offers unparalleled opportunities for companies to reach new demographics in innovative ways. This year, 55.5% of brands preferred TikTok over other platforms for marketing, further underscoring its ascendancy in this domain [2].

This article delves into the nuances of TikTok influencer strategies, exploring how brands can leverage the platform’s unique features to create impactful and engaging campaigns.

Understanding TikTok

Before you’re able to capitalize on this marketplace, you’ll need some backstory. The platform traces its roots back to two distinct apps originating from China: Douyin and Musical.ly. Douyin initially captured a significant audience in Asia, while Musical.ly found its stronghold in the Western world, particularly the USA. 

The pivotal moment for these platforms came in 2018 when Douyin’s owners acquired Musical.ly, merging them into a single international platform under the TikTok brand. This catalyzed its explosive growth, propelling it to surpass even established apps like Instagram in global downloads. 

Originally, both Douyin and Musical.ly were centered around users lip-synching to music, offering a fun and interactive form of digital karaoke. However, TikTok has since diversified, embracing a broader spectrum of video content that goes beyond miming. Its user-friendly interface, coupled with a suite of editing tools and effects, empowers users to create and share media with ease, whether it’s simple singing or more original videos. This versatility not only allows for personal expression but also opens avenues for influencer marketing and brand representation.

Why Should Marketers Choose TikTok

TikTok’s primary audience is Generation Z, which means any marketer attempting to reach this demographic must advertise on the platform. It also has a unique gender distribution with a noticeable female slant, although it still captivates a considerable male clientele [3].

Similarly, the platform is ideal for advertisers with smaller budgets, as a little goes a long way, and it isn’t too tricky to go viral. TikTok’s unique algorithm levels the playing field for all creators, regardless of their follower count, by focusing on the quality and relevance of the content itself. So, with the right strategy, you can reach an often hard-to-find market. 

What Is the Ideal TikTok Influencer Marketing Strategy?

While it might be easier to go viral on TikTok than on Instagram, that doesn’t mean it’s effortless. Far from it; instead, you should follow this simple yet essential four-step guide.

1. Understanding TikTok’s Demographics and Audience Alignment

We know we said it just a moment ago, but we can’t stress enough how TikTok’s clientele slants young. Over 70% of its users are between the ages of 18 and 34 [4]. The audience is expanding, encompassing a range of ages, including parents and grandparents. But, if your brand is advertising a product for people primarily over the age of 50+, you might want to consider avoiding the platform for now and instead focusing on Facebook; however, if your target market fits the user demographics, then TikTok might be a perfect fit.

2. Identifying the Right Niche for Your Brand

Once you’ve determined that your audience is on TikTok, the next step is to pinpoint their interests and potential niches. A niche on the platform refers to a community with shared interests, and finding the right one can significantly streamline the process of identifying suitable influencers. While popular genres like dance, cooking, and beauty are saturated, it’s beneficial to delve into more specific areas that align closely with your brand.

3. Effective Methods for Finding Suitable Influencers

As highlighted above, to locate influencers who are a good fit for your brand, it’s advised to look beyond just the most popular TikTok personalities. Instead, focus on those who share an interest in your brand’s niche. Some techniques that can be used include:

• Using Google to search relevant hashtags.
• Exploring TikTok’s own trending categories.
• Leveraging the Creator Marketplace for detailed insights.
• Looking at other social media platforms for potential crossovers.

Depending on your budget, you’ll find different strategies that work best for finding content creators. Similarly, agencies like The Influencer Marketing Factory can easily link you with social media personalities that align perfectly with your brand ethos. 

4. Vetting Potential Influencers for Brand Alignment

Presuming you’ve had success trawling the platform’s algorithm and have come up with a shortlist of possible collaborations, you’ll then want to start evaluating each one to figure out if they match well with your brand. This process isn’t just about checking follower counts; it’s critical to assess the quality of content, the audience’s nature, and whether the influencer’s values and interests are in line with those of your business. In other words, positive engagement, relevance, and a match in values are key factors to consider.